About Us

Our History

A-1 Pools began in 1979 when Dale Miller, at age 25, had 7 years of building fences and pools full-time under his belt. Having started a family and purchased his first home about an hour away from his job, Dale wanted to build his own business closer to home. With his employer’s permission, he started West Bend Fence, where he built fences and decks for local customers on evenings and weekends. It wasn’t long before he began building pools and selling pool supplies from a simple display in the family garage. Thus, A-1 Pools was born.

Family-Owned and Run

As news of Dale’s reputation for quality and integrity spread, the business quickly became a full-time operation. In 1988, A-1 Pools expanded into its current West Bend location where Dale’s wife, Marilyn, began managing the retail location full-time until she retired from these duties in 1994.

Dale’s son, Jason, joined the company full-time in 2001, and in 2003, A-1 Pools expanded its West Bend location and launched A1PoolFun.com. 

In 2014, A-1 Pools acquired New Berlin Pool & Spa and established a second retail location in Franklin, directly serving the Milwaukee and Waukesha markets.

In 2017 Jason and his wife Becky purchased the family business and currently manage its day to day operations.

In 2020, A-1 Pool established a second retail location in Franklin, directly serving the Milwaukee and Waukesha markets.

Learn how A-1 Pools makes “The Family Business” mean more with owners, Jason and Becky Miller.

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A-1 Pools has been about delivering high-quality products and services from Day 1. Learn how from Dale Miller, Founder of A-1 Pools

A Legacy of Award-Winning Service

A-1 Pools prioritizes exceptional customer service by credentialed professionals. Over the years, we’ve won multiple customer service awards including Superior Service Awards from the Pool and Hot Tub Alliance (PHTA) Midwest Chapter, formerly known as the Association of Pool and Spa Professionals (APSP):

  • 2009 (Silver Award)
  • 2010 (Gold Award)
  • 2015 (Gold Award)

Qualification for this award is contingent upon identifying 100 service customers who are, then, sent surveys assessing areas of satisfaction, including professionalism, communication, workmanship, value, and likelihood of recommending the company to others. When at least 50 responses are collected, results are tabulated. Award-winning companies needed to receive nearly perfect responses from surveyed customers.

As we embark on a new chapter of our history, we remain committed to the growth that comes from investing in our staff’s professional development and the relationships we form with our customers.

About Us

Well-Researched Pool & Spa Products

A-1 Pools has a reputation in the industry for being picky about what we sell and for demanding the best service from our suppliers. As such, we have partnered with the best suppliers and manufacturers in the industry because they complement our approach to customer service. A-1 Pools will not sell products that our staff does not believe in just to make a sale. A-1 Pools requires that manufacturers allow us to process warranty concerns for our customers for at least one year, so you don’t need to worry about being pushed off to the manufacturer if you run into trouble.

A-1 Pools West Bend Location

Our original location contains our administrative office, our service department, and our primary warehouse. Here, you have access to our largest pool, chemical, accessory, and parts inventory. We sell Bullfrog® Spas from this location with up to 7 hot tubs on display, with typically at least one model ready for customers to try out in the store.

A-1 Pools Franklin Location

Our Franklin location is our newest and largest store. After years of providing pool and spa service to customers in the greater Milwaukee market, we are proud to now offer a leading retail experience as well, featuring our impressive selection of pools, chemicals, accessories, and parts. Here, we sell Sundance® Spas, with about 20 hot tubs on display and 2 private spa experience rooms so customers may test hot tub seating and features.

Why Choose us

Trained, Knowledgeable, and At Your Service

A-1 Pool’s reputation for knock-your-socks-off customer service is largely a result of our commitment to thorough training and certification throughout our entire staff. Training and certifications are gained through the Pool & Hot Tub Alliance (PHTA). Additionally, we lead the industry in employing technology to increase customer service. At the hub of this technology is our business software residing on our private server.

A+ Better Business Bureau (BBB) Accredited Business

A-1 Pools is a member of the BBB and has also been accredited by the BBB. This means that A-1 Pools meets the BBB’s accreditation standards which include a commitment to make a good-faith effort to resolve any consumer complaints.

PHTA Certified Pool Operator (CPO)

The CPO certification provides the expert knowledge required to run any pool, from a residential pool to a commercial aquatic center. Rest assured, there is always a CPO available at A-1 Pools to provide advice and answer questions so your family may enjoy the benefits of perfect water.

PHTA Certified Service Professional (CSP)

The CSP is the highest standard for service technicians in the pool industry. A-1 Pools is proud of our CSP staff and of those technicians working towards their CSP with other certifications, including Certified Maintenance Specialist (CMS), Certified Service Technician (CST), and Certified Hot Tub Technician (CHTT). All of this top-tier training ensures that your A-1 Pools Service Technician is a professional prepared to provide the best customer service.

Pool & Hot Tub Alliance (PHTA) Member

A-1 Pools is not just a member of PHTA, the world's largest professional pool and spa trade association, we are actively involved. Jason Miller, VP owner of A-1 Pools, has served on the board of directors of the Midwest Chapter PHTA from 2008 as a director, and in every officer position, Jason also teaches PHTA certification courses at the regional and national level. This involvement benefits our company and our customers by keeping us informed of the latest codes, safety concerns, and products.

Computer Controlled Inventory

This enables A-1 Pools to reduce stock-outs while ensuring the correct products are in our retail stores and on our service vans when they are needed by our customers.

Item Tracking

Our software tracks what items you purchase, what warranty remains on your purchases, all details related to past, current, and future service, instant documentation of owner's manuals and product images, images related to your pool and spa equipment, and purchase details (e.g., serial numbers, installation dates).

Store and Service Van Communication

Our retail stores and service field technicians are networked together in real-time to ensure the best and most relevant communication for our customers. Additionally, our service vans are tracked in real-time via GPS, which documents arrival time, departure time, safe driving habits, and maintenance needed on vehicles.

Convenient Purchasing

During the pool season, we welcome customers to stop in the store and purchase everything they need. Want to make sure something is in stock, call or email before stopping in.

Digital Learning

Our retail stores are equipped with video conferencing technology where staff can connect with other members of our team, including our service techs to answer any questions about products, parts, repairs, water chemistry, etc. By leveraging the knowledge and experience of our entire team, we give our customers the accurate answers to any question.

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Industry-leading pool & hot tub products. Award-winning service. Top-notch ownership education. Whatever you need, A-1 Pools is here to help.